BY:

PRIYA BJPAI(7357)
SWAGATA NAG(7435)
 Perception

The process by which an

individual selects,
organizes, and interprets
stimuli into a meaningful
and coherent picture of the
world.
 Perception

You can see a white vase as figure against a

black background, or two black faces in
profile on a white background
 What do you see?

Now what do you see?

Ambiguous figures
Can be seen in different ways to make
different images. Best known
ambiguous figure is “Old
Woman/Young Woman,” by E. G.
Boring
 Müller-Lyer Illusion
– The two lines above are the same length, but the
diagonals extending outward from both ends of
the lower line make it look longer than the upper
line
 What is Perception?

YOUR
interpretation of “reality”
after information/stimuli is …
Cont..
Filtered out
 Selected
 Organized
 Defined
….using YOUR existing…
Cont..
Knowledge
Needs
Beliefs
Values
Assumptions
Attitudes.
 Elements of Perception

Sensation
The absolute threshold
The differential threshold
Subliminal perception
Sensory Receptors: The human organs (eyes, ears,
nose, mouth, skin) that receive sensory inputs.

Absolute Threshold : The lowest level at which an

individual can experience a sensation.

Differential Threshold : The minimal difference that

can be detected between two stimuli. Also known as the
j.n.d. (just noticeable difference).

Subliminal Perception: Perception of very weak or

rapid stimuli received below the level of conscious
awareness.
 Price/Quality Relationship
The perception of price as
an indicator of product
quality (e.g., the higher
the price, the higher the
perceived quality of the
product).
 Some Marketing Variables
Influencing Consumer Perception
Nature of Product
Physical Attributes of Product
Package Design
Brand Name
Advertisements & Commercials
Position of Ad
Editorial Environment
Distorting Influences
Physical Appearances
Stereotypes
Irrelevant Cues
First Impressions
Jumping to Conclusions
Halo Effect
Perceived risk
The degree of uncertainty
perceived by the
consumer as to the
consequences (outcome)
of a specific purchase
decision
Types of Perceived Risk
Functional Risk
Physical Risk
Financial Risk
Psychological Risk
Time Risk
How Consumers Handle Risk
Seek Information
Stay Brand Loyal
Select by Brand Image
Rely on Store Image
Buy the Most Expensive Model
Seek Reassurance
THANK YOU